In recent years, technological advancements, particularly in Artificial Intelligence (AI), have revolutionized customer interactions in the tourism sector. This research examines the profound impact of Generative AI (GAI) on the customer journey, emphasizing the role of AI-powered tools such as chatbots or chatgpt and virtual assistants in improving decision-making processes and enhancing travel personalization.
By using big data and machine learning, AI systems can analyze customer behavior patterns to deliver highly personalized travel recommendations, improving customer satisfaction and engagement.
Beyond its benefits, this study also explores key challenges in AI adoption within the tourism industry, including: Ethical concerns surrounding data usage and privacy, Data quality issues affecting AI-generated insights, The impact of AI on human interactions, potentially reducing the personal touch in hospitality, Financial burdens related to AI implementation and integration, Ethical issues and intellectual property infringement, Security challenges and deepfake content creation, The need for a learning ecosystem for the adoption of new technology, Data quality and Reduced manpower requirement.
This research provides strategic insights into the effective utilization of AI in tourism, offering guidance on how businesses can harness its potential to enhance customer experiences, drive innovation, and maintain competitiveness in the digital tourism landscape.